The New AdWords Enhanced Campaign format

Google AdWords has just launched a new format for their advertising campaigns called Enhanced Campaigns. They are tying desktop, tablet and mobile ads all together into the one easier to manage campaign. Enhanced campaigns help you to reach potential customers at just the right moment across multiple devices with more relevant ads.  Having ads that are more relevant to the device you are on and the location you are in will only increase user engagement and in turn increase conversions.

AdWords enhanced campaigns have a number of new settings and features, including upgraded call extensions and sitelinks extensions. One great new feature is the ability to schedule your sitelink extensions, which is perfect for running different promotions you may offer during different periods of the day. There is also now detailed reporting for each actual sitelink so you can see how each link is performing rather than just seeing stats for a whole block of sitelinks.

Enhanced campaigns take care of bidding across different device types from a single ad campaign by using bid adjustments. So for example you can use a bid adjustment to bid up 20% for mobile device users within 10km of your physical shop. It is possible to set multiple location bid adjustments to target what is most important to you and your business, depending on where your users are located when they are performing a search.

Our Multi Device World

Today consumers own multiple devices with web browsers, and they move from one device to the other during different times of the day – it makes perfect sense to target them on all devices with smarter more targeted ads. Tablet use is accelerating rapidly, and studies have shown that people are making the same kind of buying actions and decisions on tablets as they normally do on PC’s and Laptops. We believe this is why AdWords Enhanced campaigns have desktop and tablet device targeting together by default, and mobile smart phones seperate.

People are also using multiple devices to research and complete purchases online. So for example searching for the product and researching it on their smart phone while sitting on the couch, then once the research is done moving to a computer to actually make the online transaction. This can surely be attributed to the fact that many businesses still do not have mobile responsive or mobile versions of their websites, it feels like Enhanced campaigns is a push in the direction of forcing website owners to get fully functional mobile versions of their websites.

Enhanced Campaigns overview

The new AdWords Enhanced campaigns have three main areas of improvement over the older style AdWords campaigns:

1) Smarter ads which are optimised for varying user contexts

• Customised messages for users mobile location
• Optimise bids for specific user locations
• Scheduled ad extensions to display at different times of the day
• Enhanced sitelinks managed at campaign & ad group level
• Set specific sitelink extensions for mobile ads
• Specify mobile ads by ticking the mobile device preference check box

2) Powerful marketing tools for the multi device world

• Bid adjustments and reporting by time, location and device
• Multiple bid adjustments

3) Advanced reporting to measure new conversion types

• Advanced call tracking so you can count phone calls as conversions
• Track app downloads as conversions
• Measure in-store purchases via ad extension offers(coming soon)
• Track cross device conversions that start on one device and finish on another(coming soon)

AdWords Enhanced Campaigns for Display

Enhanced campaigns will offer the same new bid adjustments for time, location and device that we saw earlier fir the search campaigns.  There will also be bid adjustments for targeting types such as users, gender, interests, age and placements. The three bidding types for display now will be default bods, custom bids and display bid adjustments. The default and custom bids work the same way they always have, any bid adjustments will be based on the deafult bid if a custom bid is not set.

Enhanced campaigns will simplify bidding for display advertising by allowing you to add multiple bidding layers without creating new ad campaigns and ad groups. Essentially just as we have seen for search campaigns enhanced campaigns are aimed at simplifying your account structure and keeping the number of campaigns you have to a minimum.  Initially for those of you with larger AdWords accounts with many campaigns it may take some work to migrate over to Enhanced campaigns, but once this is done account and campaign management will be much more streamlined.

Campaign Migration

We think the best and most efficient way to migrate your existing accounts to Enhanced campaigns is to use the AdWords Editor tool.  Make sure you update to the latest version of the AdWords Editor (10.0.1 currently) which will has the functionality to do the migration. Basically it includes the new features and has a menu item called “Enhanced Campaign” in the campaign settings which you can change to “enabled” when you are ready. If you have matching campaigns for desktop and mobile for a certain product or service, it is best to keep the desktop campaign then merge the mobile campaign into it. Firstly you should upgrade the primary campaign(desktop in this case).

Then you need to merge the ad groups which can be easily done in AdWords editor by simply copying the ad groups and ads from the mobile campaign into the upgraded desktop campaign. Check that all relevant keywords in the mobile campaign are covered in the upgraded campaign. Then set your mobile preferred ads under the Device preference menu option.

You will also need to merge your ad extensions which can also be copied from your mobile campaign. Once that is done you can schedule your extensions. You will also need to set your mobile bid adjustments. We recommend you pause the old mobile campaign rather than deleting it to save your historical data.  You will also want to merge the campaign budgets, so increase the primary campaign to take into account the budget of the mobile account that was merged into it.

For campaigns that don’t have a matching mobile or tablet campaign upgrading to Enhanced campaigns is quite simple. In AdWords editor just ensure the campaign targets all devices, then switch the Enhanced campaign option to Enabled. Then you must select a mobile bid adjustment, and set any other bid adjustments you need. Also you will need to specify mobile specific ads, sitelinks and destination URLs. That’s basically it for a more simple upgrade like this.

Google have released a very detailed Enhanced campaigns upgrade guide if you get stuck. There is also some information about Enhanced campaigns here.

How will all of this affect my Quality Score?

1) The way QS is awarded will not change with the new enhanced campaigns

2) If you upgrade a desktop only campaign your Quality Score history will stay intact

3) If you merge campaigns and pause mobile only campaigns, you need to copy mobile preferred ads into the new campaign as we explained to maintain your QS

4) Quality Score takes device into account, so mobile keyword performance will not affect desktop quality score

5) QS reporting for keywords will be an average for each device

When should I upgrade my campaigns to Enhanced campaigns?

As soon as possible depending on how many accounts you own or manage.  All AdWords accounts will be automatically upgraded to Enhanced campaigns in June, so best to get it done now with a little time to spare.

We Can Migrate Your Campaigns To EnhancedSimply Click Here To Make an AdWords Enquiry

HUGE discount off Google AdWords setup fee

We have gone a little bit crazy and have decided to offer a 60% discount off the Google AdWords ad campaign setup fee. Our AdWords setup fee is normally $99.95 – now with the discount it’s just $39.98, that’s a saving of $59.97! To get your 60% discount simply apply the coupon code ‘freeads‘ in the shopping cart. This offer is only valid until the 15th of March 2013.

We already offer all of our Google AdWords clients a free $100 incentive voucher to get your account started, you need to spend $25 before your $100 credit is activated. So basically you get $100 worth of free advertising on the Google AdWords network, plus the 60% discount off the setup fee.

We will create an AdWords account for you and apply the $100 promo voucher once you have entered your billing details. The setup fee also includes us setting up your first ad campaign with two ad groups, with two ads in each ad group.

We will then manage and continually optimise your AdWords account and send you reports at the end of each month showing your account performance.  We will also give you our recommendations on how we can improve your campaigns each month to make you more money and increase your ROI. Implementation of our recommendations is included in the monthly fee.
Get Google AdWords SetupClaim your 60% discount using coupon 'freeads'

 

What is Google AdWords?

Google AdWords is an advertising platform that allows you to easily advertise your business online. The most common AdWords ads you will be familiar with are the ones that appear above and to the side of normal Google search results as pictured below:

AdWords gives you the power to be able to appear above your competitors natural(organic) search listings so your site is much more likely to be clicked on. Even if your site is already ranking well for certain search terms you can use AdWords text ads to give you more coverage on the search engine result pages. In that scenario you are creating even better odds that you will get clicked on, and that this will result in a new sale or lead for your business.

We can also setup AdWords campaigns sending traffic directly to mobile optimised pages on your website so you can target the smart phone users. The growth of smart phone usage has been phenomenal, and people are constantly actively performing searches on their phones for products and places. What better setting to deliver them highly targeted ads about your business.

Banner(image) ads are another way you can advertise your brand on AdWords, we can create custom banner ads for you. Your banner ads then get displayed across the Google Display Network which is a huge network of websites that Google owns or leases advertising space on. We can hand pick websites to deliver your ads on that are within the right industry niche so they are more relevant. Here is an example of a banner ad:

The power of Remarketing with Google AdWords & Google Analytics

One of the most effective tactics we can use to generate more sales on your website is to harness the power of Remarketing with AdWords & Analytics. We can create a remarketing audience list in Analytics of visitors to your website or to certain pages on your website and then deliver targeted banner ads directly to people on that list.

So once someone has visited a certain page or pages on your website we can track this behaviour and then deliver these people a certain banner ad about your product that we already know they have shown an interest in. This has proven to have a very high conversion rate, we can implement remarketing campaigns for you.

Have you ever visited a website then for the next month or so noticed that when you are surfing the web you keep on seeing banner ads for that product/website? This is remarketing, but don’t worry we can cap the frequency of how many times you are willing to display your banner ads to someone who is on your remarketing list.

So now is the time to take advantage of our 60% discount off our Google AdWords setup fee, the offer ends on 15/03/13.

Get Google AdWords SetupClaim your 60% discount using coupon 'freeads'